ITV This Morning features Toy Fair top trends

Published on: 2nd February 2023

Toys representing the top trends were on display in the This Morning studio and examined by presenters Phillip Schofield and Holly Willoughby.

Wednesday’s episode of ITV’s This Morning featured a segment on the top toy trends for 2023. These trends were revealed on Press Day at London Toy Fair, and Retail PR was able to secure coverage with the popular daytime programme illustrating a selection of new toys that featured at the show.

Presenter Steve Wilson told hosts Phil and Holly that the British Toy & Hobby Association (BTHA) had announced that the average price of a toy was £10.54 and went on to show them a range of lines in the This Morning studio. The segment focused on Eco Toys, Plush, Collectibles, Connecting Toys and Tactile Toys.

Among the lines included in the segemnt, the presenters were particularly impressed by the Eco credentials, quality and value of the Wallace & Gromit Rocket from Build Your Own (Paper Engine) and applauded Posh Paws’ Eco Earth Animals. In the Plush category, Holly took delight in cuddling a Care Bear from Basic Fun before being impressed by Squishmallows and Bum Bumz, both from Jazwares. The company’s Living on the Veg plush mushrooms also made an appearance.

Steve went on to demonstrate Tactile items, with stretch Star Wars characters proving popular, alongside Eolo’s Gummymals (from Character Options) and Tobar’s Scrunchems (One for Fun). One For Fun’s LinkedIn account highlighted the appearance, posting; “Excited to announce our first TV debut on This Morning!”

Just Play’s Disney Doorables was the first Collectible range to get a mention, followed by YuMe’s Disney Surprise Capsules from Kids at Play and Funko Bitty Pops.

A delighted KAP Toys team contacted Toy World to say it had watched with elation as its Disney 100 Surprise Capsules went down well in the Collectibles segment. The team was delighted to hear Phillip say they looked “really nicely made” and hear Steve explain the display function using the packaging, reducing any waste from the product.

There was an impressive display of Plus Plus blocks in the Connecting Toys section, as well as Simbrix from Character Options, which Holly seemed keen to try out.

The segment reinforced the BTHA’s view, presented at the Toy Fair, that the toy industry has continued to deliver toys and games for consumers at affordable prices amongst high levels of inflation and the cost-of-living crisis. Kerri Atherton, head of Public Affairs at the BTHA, told the press presentation at Toy Fair: “Last year, new product innovations were vital to driving sales in the UK toy industry. With a strong line up of new releases for 2023, the UK toy industry has reason to be optimistic about the year ahead.”

The toy companies featured will almost certainly receive a boost in interest about their products. KAP Toys’  MD, Nat Southworth, said: “Following the coverage on This Morning, we have had a number of retail enquiries and those in early have already reported  sales uplift. This is great timing as our national TV campaign starts on Saturday (4th February) targeting consumers across the half term holidays.”

Details of the toys featured in the ITV segment can be found here, where you can also view a clip of the footage that was broadcast.



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